Gary Payton: «I've never smoked pot, but there are other ways to use it»

«My mother was dying of cancer and I wanted to rid her of all the drugs that were killing her,» explains Gary Payton talking about the very personal path that led him to cannabis.

«I wanted her to live and she wasn't responding to what I was doing. So I tried cannabis and it brought her back to life. In those last days, she could talk, laugh, smile. I wanted to remember my mother like that,» he says.

Always involved in basketball - he coaches, advises and trains every day - he's always ready to help. Gary Payton has broadened its scope to include a new passion: the promoting cannabis for well-being.

His latest venture, Greater Purpose, launched in partnership with Green Label Rx, a was launched at the beginning of the year and represents its broader mission to make the Cannabis accessible as a natural alternative for pain relief and healing.

Although he already has a the world-renowned cannabis strain that bears his name, his relationship with the plant remains practical. « I've never smoked a joint. and I'm not going to start now,» he says. «It wasn't for me. But I've seen what it can do for people, and that's why I believe in it, he adds, specifying that he is interested in the therapeutic potential of cannabis rather than its recreational use.

However, there are two people who could make him reconsider his position: «There are only two people I'd probably smoke a joint with right now: Bob Marley and my mother», he says with a smile. For Gary Payton, these two figures symbolize a connection with cannabis rooted in peace, healing and memory, a poignant reflection on how cannabis can transcend mere consumption and take on a deeper meaning.

If you can get up and move, everything changes.

At the heart of Greater Purpose is a commitment to wellness, particularly for athletes and those who lead active lifestyles. Gary Payton has witnessed first-hand the havoc sport can wreak on the body, often leaving players in pain long after their careers are over. «I see guys like Earl Campbell who can't walk, who can't stand up. And I want to help them,» explains Payton. The brand's first products - salves and ointments - are specially designed to treat chronic muscular pain and inflammation, and afflictions common to all those who have subjected their bodies to rigorous physical demands.

«Some people can't even walk on a golf course,» he continues. «I want them to feel good, to get up and move. When you get up feeling bad, what happens? Your mindset and spirit collapse. But if you can get up and move, it changes everything. For Payton, the link between physical health and mental resilience is obvious. Her products are designed to promote this balance and help others find the path to physical healing and a renewed vision of life.

A family affair

Jason McKnight, CEO and founder of Green Label Rx, shares Payton's commitment to wellness. The association with Payton is very personal for McKnight, who has known the basketball legend for years. «Gary is like family. We've worked together for a long time and this partnership seemed natural,» he explains.

Green Label Rx, a vertically integrated cannabis company that Mr. McKnight founded with his wife in 2006, has focused on wellness since its inception. Today, with operations in California, New Mexico and in Arizona, the company is ready to take Greater Purpose nationwide.

As head of a social equity brand, Mr. McKnight brings a unique and personal dimension to Greater Purpose's mission. Reflecting on his background, he says: «I've been in this business for years, and the challenges we faced in the early days - raids, prison, family separation - led us to become a social equity brand.».

His experience underlines his commitment to so that communities most affected by cannabis prohibition can participate in the sector's growth. «For us, it's more than just a business - it's an opportunity to help others who have experienced similar hardships, to give back to these communities by building our brand,» McKnight explains. The focus on equity aligns with Greater Purpose's broader goal of creating meaningful change, making the brand both a personal mission and a community-focused endeavor.

Not everyone wants to get high: cannabis for pain relief

A former athlete, McKnight knows first-hand the importance of effective pain management. «As I get older, I have to deal with my own pain: knees, hips, elbows. I wanted to find something that would help me relieve inflammation and pain without the negative side effects of pills,» McKnight explains. Partnering with Payton was a natural next step in their shared vision of wellness.

What sets Greater Purpose apart," explains Mr. McKnight, "is its strict attention to quality, from start to finish.. «We do everything in-house, from cultivation to manufacturing to retail. This means we can guarantee the quality of all products that carry the Greater Purpose name,» he explains.

Designed for an active lifestyle, the brand's product range is not just for athletes. «Thisisn't just for sports enthusiasts. It's for anyone in need of relief, whether it's a mother who runs after her children all day, a first-aider who works on her feet for hours on end, or someone suffering from the aches and pains of age,» adds McKnight.
And this is just the beginning. McKnight reveals that they are already working on other products, such as sleeping pills and chewing gums, designed to provide relief without the psychotropic effects of THC.

Payton explains: «A lot of people don't want to be high. So we create gentle products that help people sleep or feel better without making them feel woozy.

It's also particularly important for Payton to offer cannabis-based products that meet diverse needs. « Not everyone wants to get high», he explains.

Gary's mission with Greater Purpose goes beyond physical relief, however. «It's about understanding support mental health... I want people to live prosperous lives thanks to cannabis, not with the dependence that drugs engender »he stresses. For Payton, cannabis doesn't just offer an alternative to drugs, but a means of restoring health in a natural and sustainable way.

Cannabis and sport: a growing trend

Gary Payton joins a growing group of professional athletes who have turned to cannabis as the cornerstone of their post-athletic careers. Former NBA player Al Harrington founded the cannabis brands Viola and Village Cannabis, while Chris Webber has co-founded a $100 million cannabis investment fund. NFL stars such as Calvin Johnson and Rob Gronkowski have also adopted cannabis for recovery and pain management.

These athletes are taking advantage of a cannabis industry that is set to grow considerably, with sales that will already exceed $33 billion in the United States and to reach $76 billion by 2025. For many, cannabis isn't just a business: it's a way of promoting well-being and offering alternatives to pharmaceuticals, particularly for pain relief.

Payton also observes this trend in professional sports leagues.

« Nearly 80 % of the NBA smoke marijuana », he explains, noting that NBA's decision to stop drug testing of cannabis has marked a turning point. Athletes who previously risked suspension for using the plant are now free to incorporate it into their recovery program without fear of punishment. «You can't arrive at the game high. But if you're at home, feeling bad after a game and need relief, cannabis can be a solution,» he explains.

As the stigma of cannabis fades, Gary Payton argues for greater acceptance of the substance, particularly in the field of mental health. Reflecting on its potential benefits, he says: «They [lawmakers] need to do more research into what's going on... [Cannabis] helps mental health. People can smoke a joint and calm down, think about their lives and not be suicidal or depressed. Payton hopes that cannabis will be accepted not only as a painkiller, but also as a wellness tool for body and mind.

Bringing greatness to cannabis

For Gary Payton, Greater Purpose is more than a brand: it's part of his legacy. He's committed to building something that will last, just like his impact on the basketball court. « When I played basketball, I brought greatness to the game».», recalls Gary Payton. «Today, I bring that same greatness to the cannabis industry.

Payton's passion for cannabis stems from personal experience, but her broader vision is to change the way people perceive health and healing. Having seen first-hand the the dangers of pharmaceutical dependence as part of her mother's battle, Payton is convinced that cannabis offers a safer, more natural alternative.

As Greater Purpose continues to grow, Payton and McKnight remain focused on delivering real, tangible results. « I won't put my name to something if I don't believe in it, insists Payton,

A vision for the future: well-being for all

With the initial launch of Greater Purpose, Payton and McKnight have set themselves ambitious goals. Their goal is to to create a national brand known for its well-being affordable, high-quality products that meet a variety of needs, from muscle recovery to sleep support. «We're not stopping there,» says McKnight, revealing plans to expand into new markets and exploit the growing demand for non-psychotropic products. CBD-based.

If the well-being is booming, for Payton and McKnight, Greater Purpose represents more than a commercial success: it's the’opportunity to change perceptions. Payton, using her platform as a sports icon, hopes to champion cannabis as a powerful wellness tool and a means of social change. «A lot of people still think cannabis is just for getting high,» Payton explains. «But we're trying to show them that it is’is about healing, recovery and a better life.

As Greater Purpose grows, the duo remains true to its mission. «We're going to keep pushing, keep innovating and keep doing the right thing for the people who put their trust in us,» says McKnight.

For Payton, this trip is about leaving a lasting impact that goes far beyond the basketball court. « I want Greater Purpose to be remembered as one of the best cannabis brands», he declares. «But more than that, I want people to know that we're here to help, to heal and to make a real difference in people's lives.»